TEL-T 340 : FINAL EXAM
40 Cards in this Set
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Message Strategy
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simple description and explanation of an ad campaigns overall creative approach
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creative strategy
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simple handwritten statement of the most important issues to consider in the development of an ad or campaign
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The Big Idea
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The big idea is a bold, creative initiative that builds on the strategy, joins the product benefit with consumer desire in a fresh, involving way, brings the subject to life, and makes the audience stop, look, and listen.
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Benefit Statement
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The heart of the creative strategy. It is very important to make it as succinct and single-minded as possible
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Creative Pyramid
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a model that can guide the creative team as it converts the advertising strategy and the big idea into the actual physical ad or commercial
attention > interest > credibility > desire > action
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Comprehensive layout or comp
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highly refined facsimile of the finished ad. or comp is generally quite elaborate, with colored photos, the final type styles and sizes, subvisuals, and a glossy spray coat
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Slice of life
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a type of commercial consisting of a dramatization of a real-life situation in which the product is tried and becomes the solution to a problem
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mnemonic device
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a gimmick used to dramatize the product benefit and make it memorable, such as the imperial margarine crown or the avon doorbell
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lifestyle technique
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type of commercial in which the user is presented rather than the product typically used by clothing and soft drink advertisers to affiliate their brands with the trendy lifestyles of their consumers
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straight sell
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copy is straight forward and factual presentation of product information
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slogans
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provide continuity to a series of ads in a campaign and reduce an advertising message strategy to a brief, repeatable, and memorable positioning statement
also called taglines or themelines
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banner ads (online)
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effective banner ads are simple, focused, and clear about a product's benefit
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icon
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a pictorial image that represents an idea or thing
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electronic production
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the process of converting a script or storyboard into a finished commercial for use on radio, TV, or digital media
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residual fee
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payment to the talent if the commercial is extended beyond its initially contracted run
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stock music
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existing music that can be purchased for a specific use
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preproduction
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the period of time before the actual recording or shooting of a commercial -- the planning phase in commercial production
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live action
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the basic production technique in television that portrays real people and settings, as opposed to animation
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broadcast TV
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television sent over airwaves as opposed to over cables
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cable TV
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television signals carried to households by cable and paid by subscription
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Electronic production
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the process of converting a script or storyboard to a finished commercial for use on radio, TV, or digital media
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advertising impression
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a possible exposure of the advertising message to one audience member
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opportunity to see
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a possible exposure of an advertising message to one audience member
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gross impressions
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the total of all the audiences delivered by a media plan
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rating
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the percentage of individuals exposed to an advertising medium
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reach
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the total number of different people or households exposed to an advertising schedule during a given time, usually four weeks
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frequency
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the number of times the same person or household is exposed to a vehicle in a specified time span. across a total audience, frequency is calculated as the average number of times indiviudals or homes are exposed to a vehicle
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Gross Rating poitns
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the total audience delivery or weight of a specific media schedule. one rating point equals 1 percent of a particular market's population
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message weight
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the total size of the audience for a set of ads or an entire campaign
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media vehicles
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particular media programs, publications, or radio stations
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media planning
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conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time
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audience objectives
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definitions of the specific types of people the advertiser wants to reach
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run of station
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is leaving placement of radio spots up to the station in order to achieve a lower ad rate
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makegoods
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refer to free advertising time an advertiser receives to compensate for spots the station missed or ran incorrectly or because the program's ratings were substantially lower than guaranteed
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sweeps
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the four, month-long periods each year when rating services measure all TV markets for station viewing habits and demographic information for the purpose of setting advertising rates. Sweep months are February, May, July and November
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keyword purchase
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a purchase occurs when an advertiser buy specific keywords that bring up their ads when a user's search request contains those words
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portal
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a site that provides an array of content and services so broad that (it is hoped) users spend a lot of time at the portal and very little time anywhere else
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broadband
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a type of digital transmission that enables a single wire to carry multiple signals simultaneously.
Ex. cable and DSL
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cookies
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Small pieces of information that get stored on your computer when you download certain Web sites. These cookies can keep track of whether a certain user has ever before visited a specific site.
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ad impression
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possible exposure of advertising message to one audience member
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TEL-T 340 : FINAL EXAM